Digital Marketing Researches & Reports

Ratings and Reviews in Above-the-line Advertising, 2019 Report | London Research

Consumer Behavior | UK

Building a successful consumer-company relationship is a two-way communication method one of the main factors weighing on the level of consumer trust. Advertising as a communication tool that elicits lots of attention and emotions is a big part of the trust-building process. Its character whether socially responsible or controversial sets a tone for the communication and influences the receptiveness of the message. Companies undertake various efforts to make their messages more attractive to recipients and seek new ways to attract customers’ attention.

Trustpilot is an online review community that helps consumers make better purchasing decisions and businesses to showcase and improve their service. Any consumer can write a review on Trustpilot while any business can invite its customers to share reviews about their experiences for free.

With more than 42 million reviews of 210,000 businesses from a variety of industries worldwide, Trustpilot is quickly becoming the world’s leading independent review site.

The Key Findings of “Ratings and Reviews in Above-the-line Advertising, 2019” Report:

  • Customer reviews are ranked as the main source of information when surveyed online shoppers in the UK are interested in buying something with a rate of 42%.
  • Customer ratings and reviews are ranked as the most important factor by surveyed UK online shoppers when they are interesting in searching for holidays or vacations online with a rate of 43%.
  • Websites are ranked as the most marketing channel that uses Trustpilot with a rate of 84%.
  • Building trust with consumers is ranked as the main benefit by surveyed advertisers when they use the Trustpilot in their above-the-line marketing activities with a rate of 91%.
  • 58% of surveyed UK consumers reported that they are aware of the Trustpilot rating.
  • 76% of surveyed Trustpilot-aware consumers indicated that they agree that a good Trustpilot score makes them more likely to trust a brand.
  • 42% of surveyed consumers mentioned that they recall seeing Trustpilot stars in the adverts, while 40% remember seeing the logo.
  • 92% of surveyed advertisers reported that they include the Trustpilot logo/stars in their above-the-line marketing campaigns.
benefits of using Trustpilot in your above-the-line-marketing-activities

A Graph Shows The Benefits of Using Trustpilot in The ATL Marketing Activities, 2019.

The Content of “Ratings and Reviews in Above-the-line Advertising, 2019” Report:

  • Foreword by Trustpilot
  • Executive summary
  • The importance of ratings and reviews in the customer journey
  • Consumer awareness of Trustpilot and brand assets
  • The business perspective – advertisers missing the opportunity to build a trusted and customer-centric brand
  • Conclusion
  • Appendix – Business survey respondent breakdown

Number of Pages:

  • 26


  • Free


This is a survey of 2,000 UK consumers conducted by London Research revealed that the ratings and reviews are the most important sources of information for consumers when they are in buying mode, ahead of a range of other digital and offline touchpoints including search engines, eCommerce platforms, and television advertising.

London Research

London Research, is a part of Communitize Ltd, is a sister company to Digital Doughnut, the world's largest community of marketers and digital professionals. They are based in London, but their approach is very much international. London Research produces content to help power B2B brand marketing and lead generation activities. They work with technology companies and agencies seeking to tell a compelling story based on thorough research and insightful data points. London Research supports companies to build and cement their brand reputation while engaging stakeholders and prospects, generating high-quality leads and offering better decisions.

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